According to many overseas media reports, such as The Wall Street Journal, Fox News Channel, CNN, etc. In response to the COVID-19 epidemic crisis, Coca-Cola launched a business restructuring strategy. In terms of product mix, Coca-Cola plans to significantly streamline its brand.

However, the decline of its brand is only due to the impact of the epidemic, and it cannot shake Coca-Cola's well-known brand position in the world.

In the Guinness Book of World Records, Coca-Cola is listed as the most famous trademark in the world. Today, it has become an influential beverage giant with a brand value of nearly $70 billion.

A president of Coca-Cola once proudly said, "Even if all the property of Coca-Cola Company is burned by a torch now, I can rise again with the brand of Coca-Cola". This is enough to show the power of the Coca-Cola brand!

Why has Coca-Cola achieved such a great success? What is its marketing secret?

0 1

Exclusive product formula

Obtain unique market competitiveness

From a little-known workshop in Atlanta to the world's largest beverage brand, Coca-Cola's entrepreneurial history is also a vast history of brand development. Behind the great success, the most talked about is its brand core competitiveness-puree formula.

More than 99% of the ingredients in Coca-Cola are public, basically a mixture of several substances-sugar, carbonated water, caramel, phosphoric acid, caffeine and "ineffective" coca leaves and coconut fruit.

Its core secret ingredient is Coca-Cola's secret ingredient, accounting for less than1%-"——" 7x ",because it is said that there are seven ingredients.

Since the birth of 1886, it has been stored in the safe for more than 30 years, and less than 10 people in the world know the formula.

However, countless people have spared no effort to try to decrypt it, and the result is the same. All kinds of counterfeit cokes have strange tastes, which can be said to have been imitated and never surpassed. The mysterious 7x continues to maintain the century-old glory of the Coca-Cola brand.

02

Create the image of Santa Claus

Global influence of blasting brand

In addition, Coca-Cola also created the most successful character image-Santa Claus.

Around Christmas is the off-season of coke sales, 193 1. In order to stimulate sales, Coca-Cola created "Coca-Cola version of Santa Claus" and appeared in the advertisement of the famous Saturday Evening Post.

This Santa Claus, in the past "saint" image, has added many mortal colors: rosy face, shiny beard, shiny eyes, and wrinkled smile. ...

Unexpectedly, the image of Santa Claus created by Coca-Cola with red skirt and white beard according to its own LOGO defeated the existing image of Santa Claus in various countries and quickly became a global cultural symbol.

Since then, Coca-Cola Company has used the image of Santa Claus in its annual Christmas advertisements and registered Santa Claus as its own trademark.

Under the annual holiday marketing offensive, the "Coca-Cola version" of Santa Claus is gradually fixed in people's minds and becomes a part of brand culture.

Through deep insight into human nature, Coca-Cola regards happiness as the eternal value proposition of the brand, and through the ingenious marketing strategy of shaping Santa Claus in red, every generation, including newborns, has unconsciously become a member of Coca-Cola teaching.

In turn, it has formed a strong brand awareness and brand effect, which has promoted the development of Coca-Cola from the annual sales volume of less than 10 bottles to the market value of15 billion dollars today, with the brand value as high as 77.8 billion dollars, ranking first in the world for 13 years in a row.

03

Keep up with changes in consumer demand.

Actively promote product innovation

Entering the new communication environment, facing new consumers and new popular culture, Coca-Cola is still at the forefront of the marketing field, which is probably due to its core culture-keeping pace with the times.

Coca-Cola has an accurate insight into the global consumption upgrading trend and consumers' pursuit of health, constantly innovating products, upgrading tastes, giving consumers emotional added value and reshaping the healthy image in the hearts of the public.

In order to cater to young people's demand for novelty and individuality, we have launched functional drinks, such as Shuile, Shuipai Ice Dew, high-end line ice dew and Chunyue, functional drink talons, high-end milk brand Fairlife, coconut water brand ZICO, and high-end bottled water brand Smart Water.

In addition, the taste is upgraded. For example, Diet Coke completed a brand-new upgrade from packaging to taste on 20 18 18. The canned food is slender and bright in color, with new flavors of lime, sweet ginger, cherry, blood orange and mango.

04

Play tricks on the content

Sniper people's hearts with packaging marketing

Coca-Cola has been playing with young people while practicing its brand strategy.

A series of bottle activities keep pace with the times, and the selected copy is deeply loved by young people and full of emotion. Coca-Cola taps consumers' inner sense of identity, establishes emotional connection based on community, touches consumers' hearts, allows them to actively share interactions, and lays a good foundation for later socialization.

Nickname bottle

In the summer of 20 13, Coca-Cola changed because of its nickname bottle, which became a national topic and quickly entered the daily life of the public. Not only did the sales volume increase by 20% compared with the same period of last year, but it also won the grand prize of China effie awards Prize, the grand festival of advertising.

Lyrics bottle

The lyrics bottle of 20 14 also set off a summer carnival. Coca-Cola prints the lines familiar to the public on the bottle, which is integrated with the life scene. Everyone can find the youth they are experiencing or passing away in the online bottle.

From Jay Chou to Mayday, from the theme song of the World Cup to the song of graduation season, the selected songs are household names and widely known, so that people of different ages, genders and personalities are willing to pay for them.

Bottle of the city

Coca-Cola has introduced more than 30 modern urban bottles, which accurately summed up the characteristics of many cities in China in one word.

For example, Shanghai Style, Chengdu Leisure, Guangzhou Taste, Beijing Style, Luoyang Rhyme, Andiao, Hangbangmei, Dalian Chang, Changsha Spicy and so on. There is also a copy on the jar, which condenses the food culture and humanistic feelings of this city into an adjective. This marketing method that highlights local characteristics makes the foreign brand of Coca-Cola look more grounded.

Inverted bottle

Young people are willing to express their willingness to make friends, but they are often shy, witty and humorous, and refuse to talk. Therefore, expressions similar to "earth-flavored love stories" are enthusiastically sought after by young people, and all kinds of "earth-flavored love stories" enjoy it.

It is precisely because of the insight into the social emotions of young people that Coca-Cola has launched a brand-new inverted bottle, which skillfully combines Coca-Cola with the product itself: when there is less Coca-Cola in the inverted bottle, the second half sentence of the text will appear on the bottle, which is reversed from the existing text, which makes people who drink Coke feel surprised and interesting.

In the era of social media, content wins and products are the best marketing. As the most direct contact medium for consumers, well-designed product packaging has become a way for Coca-Cola to provide personalized consumption experience and enhance brand freshness.

It is precisely for this reason that Coca-Cola has gained great fame in China and even the whole world in recent years, creating countless surprises and joys for people.

05

Linkage brand play cross-border marketing

Give consumers a sense of freshness

Coca-Cola's cross-border marketing covers a wide range, from beauty cosmetics, clothes, shoes to luggage, and Coca-Cola constantly carries out cross-border and innovation in various fields.

For example, Coca-Cola cooperated with Korean beauty brand Shi Fei Store to launch a series of Coca-Cola cosmetics, including air cushion powder, eye shadow and lipstick.

Cooperate with OPI, the nail brand with the largest market share in the United States, and launch a global limited joint nail polish;

Customized "blood vessel" running shoes to commemorate the cooperation between Sydney Olympic Games and Nike;

T-shirts, swimsuits, sweaters, hats, socks and other single products made jointly with KITH and CONVERSE.

20 18 Coca-Cola has a new idea in cross-border marketing, focusing on choosing its own partners.

For example, Coca-Cola has reached cooperation with new york fashion brand KITH and other fashion brands, which has played a very good brand synergy.

The two brands complement each other, and their accumulated market awareness and brand communication effects add up to each other, thus enhancing the overall influence of the brands.

06

Set foot in the field of sports

Constantly trying brand innovation

Sports event marketing is a necessary field for many brands, and so is Coca-Cola.

20 18 Coca-Cola chooses to cooperate with FIFA in the World Cup in Russia. But unlike previous sports marketing, Coca-Cola has made many innovations.

First, the theme song "colors" of the World Cup is released and translated into songs in many languages to maximize localization. World Cup themes TVC“Stock Up ","Ready for "and" Uplifted Alex "bombed 200 countries and launched them through multiple channels.

Secondly, the digital version of the bottle design has established entertainment and social interaction. Coca-Cola has designed canned packaging with numbers. Numbers from 0 to 9 can be used for score prediction, and fans can also participate in social media quiz during the game.

Finally, it will be sold in limited quantities to create a scarce series. In order to cooperate with the marketing of the World Cup, Coca-Cola launched a limited edition set (6 bottles) of the World Cup in Russia this year, representing 6 different countries. The bottle is printed with the pattern of 1998-20 18 World Cup. Once the products were sold, they were looted, and the scene was spectacular.

Coca-Cola's marketing mostly takes brand culture as the core, bottle body as the carrier, young language as the link, big event communication as the tipping point, and social media as the main communication channel, injecting every idea into communication activities, imperceptibly making users accept products. This may be why Coca-Cola has been an "evergreen tree" in the marketing field for more than 100 years.

07

label

For many people, Coca-Cola is not a single product, but represents a collective memory. Today, Coca-Cola is still a powerful brand.

In the increasingly segmented and personalized FMCG market, the possibility of another Coca-Cola is very slim, and it is more likely that it will quickly fall into mediocrity after being all the rage.

Coca-Cola can stand at the forefront of the industry 100 years, which is closely related to its innovative marketing methods that keep up with the trend of youth, technology and culture.